Alpine Resorts Victoria has launched a new campaign inviting people to stop escaping winter, and start experiencing it instead, via creative agency Disegno.
The statewide campaign unites Victoria’s alpine resorts under a single category platform designed to rebuild emotional connection with the season while inspiring visitation across the state’s snow destinations.
Rather than positioning the alpine resorts purely through skiing or tourism mechanics, Disegno’s strategy reframed the real competitive set: routine, repetition and seasonal disengagement.
“The insight was that winter itself had quietly slipped from relevance,” said Aaron Turner, partner & head of strategy at Disegno.
“People weren’t rejecting visiting the alpine region or resorts, they were defaulting through winter altogether. The opportunity was to reposition alpine as the way Victorians who don’t skip winter choose to experience the season.”
Designed to feel more like an emotional shift than a tourism call-to-action, the platform encourages audiences to stop insulating themselves from winter and instead embrace atmosphere, escape, adventure and memory.
Visually, the campaign introduces a refined, emotionally-led design system spanning out-ofhome, digital and streaming channels. Oversized translucent typography layered across immersive alpine photography creates a sense of atmospheric transition as though winter itself is moving through the work.
“Our role was to create something culturally resonant, not just promotional,” said design director, Matthew Smith. “The typography treatment became an important part of that emotional storytelling, subtly reinforcing the idea of winter entering the frame, the environment and ultimately people’s lives.”
The campaign was intentionally developed as a statewide sector campaign sitting above individual resort marketing, allowing each alpine destination to leverage the broader emotional momentum through its own conversion activity.
Sarah Watt, head of group marketing & communications at Alpine Resorts Victoria, said the campaign captured a significant shift in how winter needed to be framed for contemporary audiences.
“Disegno helped us transform a statewide tourism campaign into a powerful seasonal platform, repositioning winter as something worth embracing, not escaping,” said Watt.
The campaign launched across Victoria in May and continues throughout the 2026 snow season.
